Welcome to NAVIGATOR – a project designed to better understand the American public’s views on issues of the day and help advocates, elected officials, and other interested parties understand the language, imagery, and messaging needed to make and win key policy arguments.
GBAO conducted online focus groups on March 23, 2021 on behalf of Navigator with women in three areas: Raleigh-Durham, NC (healthcare industry, excluding doctors), Milwaukee, WI (service industry within the past year), and Phoenix, AZ (educators). Women could have multiple jobs across industries. Some quotes have been lightly edited for brevity. Qualitative results are not statistically projectable.
Key takeaways
- In these focus groups, participants reveal the deep personal impact of COVID, one year on. Many speak openly about anxiety, depression, and loss. All respondents take COVID seriously in their personal and work lives.
- Nonetheless, many try to remain positive, practicing gratitude and trying new tools like mindfulness, puzzles, exercise, and therapy. Some also see the upside in a slower paced, less crowded life.
- Even when called “a hero,” work pressures have increased. And those in retail can face confrontations.
- All told, most expect “a new normal” rather than “back to normal.”
Despite Some Silver Linings, Many Feel Uneasy Or Anxious
For Many Women, COVID Brought Familiarity With A “Dark Place” And A Drive To Move Beyond It
Quite a few mention depression and anxiety, or a loss of jobs, family members, travel, connection, and hugs.
Participants Take COVID Very Seriously, Even At The Expense Of Family Relationships
Many Try To Remain Positive, Practicing Gratitude And Trying New Coping Tools
A “Slow Down” Of Family Life Can Be Welcome
Others See Some Benefit From Fewer Connections
For Many, Work Seemed To Get Much Harder
Teachers Share Unique Challenges Of The Job
Teachers Appreciate The Gratitude They Receive From Parents
For Healthcare Workers, Being Called A “Hero” Has Been Mostly Rewarding Even If It Can Elicit Complicated Reactions
Service Workers Can Be Called Heroes For Spreading Happiness During Dark Times
Customer-Facing Women Recount Confrontations
Teachers Find Social Media Criticism Disheartening
Most Expect A “New Normal” Not “Back To Normal”
In A “New Normal,” Respondents Hope We Are Kinder To Ourselves And Each Other
Many Predict New Social And Hygiene Norms
